Data Mapping

Data mapping is the process of matching various data fields from multiple databases. By accurately matching these fields, teams are better equipped to facilitate clean data migration and integration while maintaining the integrity of the data sets.

Bringing data to your organization is only a tiny part of fueling growth and driving more cash flow into your business. To see a return from the thousands or millions of dollars spent setting up these robust systems, you must have a plan to examine the data and leverage those findings to build more sublime experiences with your brand. These improved experiences are the ultimate point of arrival because they set your business apart from the competition and get you closer to sustainable growth.

Data Mapping for Customer Experience

Every stage of the customer lifecycle contains many moving parts. Some parts improve the pre-purchase experience, while others directly impact the path to loyalty post-purchase. Getting the nuances of each stage just right is key to removing friction and building a more sublime customer experience.

Data mapping allows teams to have clean, organized data for strategic decision-making. For organizations wanting to operate more intelligently, having systems in place to ensure teams draw the most accurate insights allows the enterprise to move forward with clarity and confidence rather than relying on guesswork or gut reactions.

Data Mapping Across the Customer Journey

One of the most insightful ways to map the various data fields surrounding customer experience is by leveraging the Customer Insights Map. This map combines many data points into one visualized dashboard for more insight into what’s happening in the customer’s world.

On this map, teams can focus specifically on employee and customer experiences and how they align. In taking this combinatorial approach, teams can quickly identify gaps in the customer and employee experiences so that they can be addressed and improve those brand experiences.

Mapping data in this format is important because it allows teams to understand better what’s happening at the customer level. Seeing the customer’s journey in one place can ultimately help shape how each team player approaches their role in the company.

Mapping Data to Align Internal Operations

How data gets mapped can also drive more insights among team members. For example, considering the Customer Insights Map, teams can look both horizontally at the buyer’s experience and vertically at each touchpoint for a deeper understanding of what’s happening at each micro-moment.

Looking vertically, teams can pinpoint what’s happening internally and externally simultaneously and quickly see how those events impact the customer’s experience.

Looking horizontally, teams can make decisions about the end-to-end journey rather than a one-off experience. This can better expose the ripple effects of strategic changes and initiatives.

The Ripple Effects of Data Mapping

Data mapping has strategic ripple effects across the customer’s experience. In making data more accessible, teams can make more intelligent decisions and operate on agile with more robust data sets to monitor the impact of changes made.

Behavioral Insights

Data mapping, especially EX to CX data mapping, allows teams to gain insight into the nuances of consumer behavior for more strategic decision-making. These nuances help teams strategize by honoring the human behavior in each transaction.

Faster Paths to Innovation

With data mapping, teams access more insights that can help spur innovation within the organization. Rather than relying on guesswork, teams have more answers about customer needs and can create solutions to fill those gaps.

More Agile Decision Making

When teams are equipped with intelligence to back ideas, they can make more strategic decisions and advance their initiatives faster and more confidently.

Cross-Departmental Buy-In

Data mapping drops silo walls and allows teams to build organizational buy-in by presenting data that informs decisions beyond the surface.

Customer Experience (CX) Terms

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